One of the biggest problems facing content marketers and other content professionals today is their inability to create content that establishes a brand as a thought leader. There's never enough time to create all the content needed. This presentation examines an influencer marketing campaign that takes advantage of content manufacturing and that leverages the unified content strategy. While you may not leverage the same tools and standards that we did, the concepts are applicable to almost any content producing organization.

1. ENTHUSIASTIC VOLUNTEER EVANGELISTS
ESTABLISHING
THOUGHT LEADERSHIP
LEVERAGING CONTENT MANUFACTURING AND
INFLUENCER MARKETING TO CREATE
WITH SCOTT ABEL, THE CONTENT WRANGLER @SCOTTABEL THECONTENTWRANGLER.COM

2. ESTABLISH THOUGHT LEADERSHIP
HARNESS THE POWER AND REACH
OF INFLUENTIAL EXPERTS—EVEN COMPETITORS
BY LEVERAGING AN INFLUENCER MARKETING STRATEGY
I’LL SHOW YOU HOW TO QUICKLY AND EFFICIENTLY
POWERED BY A CONTENT MANUFACTURING APPROACH
YOU CAN USE THESE LESSONS TO

3. A COMMON VOCABULARY
INFLUENCER
LET’S START WITH
CONFUSION IS THE RESULT OF PEOPLE NOT UNDERSTANDING WHAT YOU’RE TRYING TO SAY
A PERSON WHO HAS THE POWER TO EFFECT PURCHASING DECISIONS OF OTHERS
DUE TO THEIR (REAL OR PERCEIVED) AUTHORITY, KNOWLEDGE, POSITION, OR RELATIONSHIPS
INFLUENCER MARKETING
LEVERAGING INFLUENCERS TO GET YOUR BRAND MESSAGE IN FRONT OF OTHERS
CONTENT MANUFACTURING
APPLICATION OF MANUFACTURING BEST PRACTICES TO CONTENT DEVELOPMENT

4. PETER DRUCKER
BUSINESS MAVEN
BUSINESS HAS TWO—AND ONLY TWO—
BASIC FUNCTIONS:
MARKETING AND INNOVATION

5. UNIFIED CONTENT STRATEGY
BUT IT WAS BEING OVERSHADOWED
WE HAD AN INNOVATIVE APPROACH
THE TERM ‘CONTENT STRATEGY’
BY LOUDER VOICES WHO COMMANDEERED
IN USE FOR A DECADE IN GLOBAL MULITNATIONAL COMPANIES AROUND THE WORLD

6. WATERED DOWN THE VALUE OF THE TERM
CONTENT STRATEGY
THE LOUDER VOICES
CONTENT IS A BUSINESS ASSET
BY MAKING IT SEEM TO BE MORE ABOUT THE CREATIVE THAN ABOUT THE BUSINESS
WORTHY OF BEING MANAGED EFFICIENTLY AND EFFECTIVELY
– JUST LIKE THE COMPONENTS IN A FACTORY OR MONEY IN A CORPORATE BANK ACCOUNT

7. IN TERMINOLOGY LED TO SIGNIFICANT
MARKETPLACE CONFUSION
THE LACK OF CONTINUITY
BECAUSE THE LOUDER VOICES
IT WAS DIFFICULT FOR CUSTOMERS TO GRASP THE IMPORTANCE OF OUR INNOVATION
WERE BETTER THAN WE WERE AT ONE THING: MARKETING
CONTENT
STRATEGY IS ….
…BLAH, BLAH, BLAH
…TONE AND VOICE

8. UNIFIED CONTENT STRATEGY
TO PRODUCE A WORKING CASE STUDY:
TO OVERCOME THIS CHALLENGE WE USED OUR
TO WIN WE HAD TO BE BETTER AT MARKETING THAN OUR COUNTERPARTS
DESIGNED TO OVERCOME THE CONFUSION
A MULTICHANNEL INFLUENCER MARKETING CAMPAIGN
SO WE DEVISED A WAY TO LEVERAGE THE POWER OF THE CROWD TO WORK ON OUR BEHALF

9. PROMOTE OUR CONFERENCE
THE SPONSORS, EXHIBITORS, AND PRESENTERS
PROJECT WAS ALSO DESIGNED TO
AND TO ELEVATE THE CONTENT WRANGLER BRAND
Intelligent
Content
Conference
BOOKS | WEBINARS | CONSULTING | SPEAKING

10. CREATED A CONTENT
MARKETING CAMPAIGN
WHAT DID WE DO?
TURNING THEM INTO ENTHUSIASTIC VOLUNTEER EVANGELISTS
THAT POSITIONED COMPETITORS AND OTHERS AS EXPERTS
WE LEVERAGED ADVANCED CONTENT CREATION AND MANAGEMENT TOOLS
BUT YOU CAN LEVERAGE THE SAME IDEA USING THE TOOLS AT YOUR DISPOSAL

11. CONTENT STRATEGY
A BOOK, AN EBOOK, A WEBSITE
THE LANGUAGE OF
AND DECK OF FLASH CARDS
CREATED USING THE UNIFIED CONTENT STRATEGY
AND WRITTEN BY 52 EXPERTS WHO DEFINED 52 TERMS, WROTE 52 ESSAYS
WE PROVED THE VALUE OF OUR APPROACH BY PRACTICING WHAT WE PREACHED
WWW.THELANGUAGEOFCONTENTSTRATEGY.COM

12. ONE YEAR OF CONTENT
CREATED WITH HELP OF INFLUENCERS
THE PLAN
THE GIMMICK
52TERMS (THE TERM-OF-THE-WEEK WEBSITE)
CARDS (PRINTED PLAYING CARD HANDOUTS)
EXPERTS (GUEST BLOG POSTS)
BOOK/EBOOK (BRANDED COPIES AT CONFERENCES)

13. UNIFIED CONTENT STRATEGY
A REPEATABLE METHOD OF IDENTIFYING
THE APPROACH
ALL CONTENT REQUIREMENTS UP FRONT
CREATING CONSISTENTLY STRUCTURED, SEMANTICALLY-RICH CONTENT DESIGNED
FOR AUTOMATED REUSE; MANAGING THAT CONTENT IN A DEFINITIVE (SINGLE) SOURCE,
AND ASSEMBLING IT ON DEMAND IN MULTIPLE FORMATS TO MEET INDIVIDUAL CUSTOMER NEEDS
SOFTWARE ENABLED US TO PRODUCE CONTENT IN MULTIPLE FORMATS SIMULTANEUOUSLY
80% OF THE EFFORT IS IN THE PLANNING / 20% OF THE WORK IS IMPLEMENTATION
DETAILED CASE STUDY: bit.ly/2d7kczx

14. THE TECHNOLOGY BEHIND IT: bit.ly/2e7m3Ac
BOOK
EBOOKS
(iOS/EPUB)
WEBSITE
CARDS
SOURCE
(WIKI)
UNIFIED CONTENT STRATEGY
SINGLE-SOURCE
PUBLISHING WORKFLOW
INTELLIGENT CONTENT—A PRIMER: bit.ly/2dcsTDQ

15. BORROW OUR LESSONS LEARNED TO
IDEAS YOU CAN USE TODAY
CREATE YOUR OWN INFLUENCER CAMPAIGN
ONCE YOUR APPROACH IS DOCUMENTED AND WELL-REHEARSED, IT’S MUCH EASIER TO AUTOMATE IT
THIS PRESENTATION COVERS THE HIGH-LEVEL STEPS YOU’LL NEED TO MIMIC OUR APPROACH
THE LESSONS SHARED HERE CAN BE EXTENDED OR CUSTOMIZED FOR YOUR SITUATION
UNIFIED CONTENT STRATEGY DEEP DIVE: bit.ly/azXQIL

16. IDENTIFY THE TERMS
ORGANIZATIONS MUST UNDERSTAND
STEP #1
TO ADOPT A UNIFIED CONTENT STRATEGY
SELECT TERMS WITH SEVERAL DEFINITIONS
TERMS THAT MEAN DIFFERENT THINGS TO DIFFERENT PEOPLE
STORE THE TERMS IN AN ONLINE SPREADSHEET

17. IDENTIFY CONTRIBUTORS
SELECT SUBJECT MATTER EXPERTS
STEP #2
WITH KNOWLEDGE, EXPERIENCE, BROAD APPEAL
DETERMINE THEIR IMPACT AS INFLUENCERS
MEASURE THEIR SOCIAL MEDIA REACH AND AUTHORITY
MATCH EACH EXPERT TO A TERM IN THE ONLINE SPREADSHEET
CAPTURE SOCIAL MEDIA IDs, EMAIL, URL, AND TELEPHONE INFORMATION, TOO

18. PITCH THE EXPERTS
MAKE THE BUSINESS CASE FOR
STEP #3
THEIR PARTICIPATION, SET EXPECTATIONS, DECLARE INTENT
SELL THE VALUE! A DIRECTORY OF EXPERTS ON THE SUBJECT
ON THE WEB, IN PRINT, EBOOKS, AND AUDIO
HIGHLIGHT THE OPPORTUNITIES FOR PERSONAL BRANDING, BEING INCLUDED AMONGST INFLUENTIAL PEERS
LET THEM KNOW YOU VALUE THEIR EXPERTISE—THAT’S WHY YOU SELECTED THEM

19. SIGN AN AGREEMENT
SPELL OUT EVERYTHING
STEP #4
IN A SIMPLE, STRAIGHTFORWARD CONTRACT
USE AN ELECTRONIC DOCUMENT MANAGEMENT TOOL
WITH E-SIGNATURES FOR EASY AND QUICK AGREEMENT
INCLUDE DETAILS ABOUT COPYRIGHT, DEADLINES, FINAL REVIEW AND APPROVAL
CAPTURE THE AGREEMENT DETAILS IN THE ONLINE SPREADSHEET

20. MAKE IT REALLY EASY
CREATE A WEB SUBMISSION FORM
STEP #5
AND INVITE EXPERTS TO CONTRIBUTE
PROVIDE EXAMPLES OF THE CONTENT YOU DESIRE
MAKE SURE CONTRIBUTORS UNDERSTAND THE RULES
ENSURE THEY CAN SUBMIT FROM THE DEVICE OF THEIR CHOOSING
YOU’RE ASKING A FAVOR
DOCUMENT WHEN THEY FINISH IN THE ONLINE SPREADSHEET

21. BRING IT ALL TOGETHERDEVISE A PROCESS TO EDIT THE CONTENT
STEP #6
FOR STYLE, TONE, TERMINOLOGY, AGREEMENT
ALTHOUGH YOU MAY WANT TO ALLOW EXPERTS TO WRITE IN THEIR OWN VOICE AND TO HAVE DIFFERING OPINIONS
IT’S THE READER THAT ULTIMATELY MATTERS
ENFORCE A COMMON STRUCTURE, LENGTH, WORD COUNT, READING LEVEL, AND TONE OF VOICE
ENSURE THE READER’S EXPERIENCE IS EXCEPTIONAL

22. CLEANUP AND APPROVAL
PROVIDE EXPERT CONTRIBUTORS WITH THEIR
STEP #7
CONTENT FOR FINAL REVIEW AND LAST-MINUTE EDITS
ONCE THE CONTENT IS EDITED, SEND A FINAL VERSION BACK TO EACH CONTRIBUTOR FOR APPROVAL
USE THE ELECTRONIC DOCUMENT MANAGEMENT TOOL TO COLLECT SIGNATURES
ENFORCE A COMMON STRUCTURE, LENGTH, WORD COUNT, READING LEVEL, AND TONE OF VOICE
ENSURE THE READER’S EXPERIENCE IS EXCEPTIONAL

23. PREPARE TO PUBLISH
CREATE AN EDITORIAL CALENDAR AND
STEP #8
SCHEDULE CONTENT FOR RELEASE BY DATE
SHARE THE SCHEDULE WITH EACH CONTRIBUTOR
PROVIDE CONTRIBUTORS WITH ADVANCE NOTICE AND SUGGESTED TWEETS
SCHEDULE BLOG POSTS, FACEBOOK UPDATES, TWEETS

24. PUBLISH YOUR CONTENT
TEST CONTENT ON ALL PLATFORMS TO ENSURE
STEP #9
PROPER BEHAVIOR AND TO SPOT INCONSISTENCIES
ONCE TESTING IS COMPLETE AND ALL ERRORS FIXED, SCHEDULE PUBLICATION
USE SCHEDULING FEATURES FOR BLOG POSTS,
FACEBOOK UPDATES, TWEETS AND INSTAGRAM PHOTOS

25. AMPLIFY YOUR EFFORT
SEEK ADDITIONAL WAYS TO LEVERAGE CONTENT
STEP #10
WEBINARS, INTERVIEWS, CONFERENCES, INFOGRAPHICS, GUEST SPOTS
TELL YOUR STORY EVERY DAY, IN EVERY TIME ZONE, IN MULTIPLE LANGUAGES
CREATE AUDIO VERSIONS OF THE CONTENT
ALLOW OTHERS TO REPURPOSE IT WITH LIMITED RESTRICTIONS

26. RETURN ON INVESTMENT
SOLD-OUT CONFERENCE | BOOK SALES
MY RESULTS
CONSULTING GIGS | CONFERENCE PURCHASED
INCREASED INFLUENCE | TOP LISTS | RANKING
PAID SPEAKING GIGS | GOOGLE JUICE

27. REPEATABLE PROCESS7 NEW BOOKS
MY RESULTS
52 NEW EXPERTS | 52 NEW TERMS | 52 NEW EVANGELISTS

28. OWN THE CONVERSATION
ABOUT THE TERMS IN YOUR SPACE
YOU CAN
OR CREATE CONTENT BASED ON PEOPLE | PLACES | THINGS
SHOWCASE THE GOOD WORK OF OTHERS | EVEN COMPETITORS
DEMONSTRATE EXPERTISE | EXHIBIT CONFIDENCE

29. CONNECT
LEARN MORE
JOIN THE CONTENT WRANGLER’S INSIDERS LIST
@SCOTTABEL
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